Click stream reports analyze paths that visitors take through your website either before or after they visit a specified page.
Click stream reports reveal trends in visitor behavior and help you determine which paths are most successful in leading to conversions. You can compare up to three paths and view the top five paths that visitors take during the selected time period. You can also limit the report results to visitors who belong to a selected profile segment, or to users who purchased a selected product.
Digital Analytics uses a full data set to generate Click stream reports.
Note: In legacy Digital Analytics, sampling was used to generate Click stream reports for web pages that had page views for more than 20,000 sessions. Reports run against a full data set are more accurate than reports run against sampling data but can take more time to run.
When creating a report, you can select the report type from the top drop-down in the configuration panel: Flat list, Hierarchy, Custom group, Segment compare, True path, and Click stream. For information about the different use cases, see the following topics:
- Click stream report use case: Identifying problems with a checkout process
- Click stream report use case: Identifying ways to improve on-site search performance
Click stream report use case: Identifying problems with a checkout process
You can use a Click stream report together with a True path funnel to identify problems with a navigation path on your website.
Assume that you are responsible for evaluating abandonment causes for steps in your checkout process. A True path funnel reveals that many sessions depart the path after the billing page, but do not abandon the site. You want to determine the path of these sessions.
You create a forward-looking Click stream report that uses the billing page as the starting point. The Click stream report shows that visitors to the billing page are directed to the privacy page to ensure a secure transaction. With this information, you change the privacy page to a pop-up window from the billing page instead of a new page. This change decreases the chance for sessions to navigate away from the billing page and increases the number of sessions that continue directly to the confirmation page.
Click stream report use case: Identifying ways to improve on-site search performance
You are responsible for improving on-site search on your company's website. You create Click stream reports to and from the search results page.
The following examples show actions that you can take based on the results for paths to a search results page:
- Low rates of search from home page
- Ensure that call-outs and search functionality are clearly visible for visitors on the home page and key landing pages.
- Low rates of search from Category and Product pages
- Ensure that call-outs and search functionality are clearly visible throughout the website.
- Disproportionate number of searches from a category
- Compare search traffic breakdown by category to overall breakdown of website traffic by category; identify categories in which customers have difficulty finding the product. Investigate category pages and merchandising choices to determine the root cause.
The following examples show actions that you can take based on the results for paths from a search results page:
- High rates of second searches
- Consider adding filtering/query refinement technology to your site to allow visitors to refine their searches without the need to enter a new query.
- High rates of site departure
- This result indicates that unsuccessful search results were confusing, causing visitors to depart. Investigate the search results page design. Ensure that the page provides clear instructions for refining queries in the case that a visitor did not receive results. Consider analyzing and improving results relevance to reduce departure.
- High rates of abandonment to the home page
- This result indicates that visitors did not find the information they were seeking using on-site search and departed the website to search for it on other websites or by using search engines (such as Google). Analyze results relevance to understand and improve on-site search engine effectiveness.